Design isn't about pretty pictures
Although the result hopefully contains a few. Introducing a new proverb that will stick with you after this page is gone: You'll always notice GOOD design, but you'll rarely notice GREAT design.
Why? Great design directs the user past what they see. Whether it is an advertisement, trade show booth, CD cover, t-shirt, or automobile. Great design moves past the hard object and accomplishes the reason why the object was made in the first place.
That's why design itself should not be noticed. It is busy telling about the three (or four) distinct reasons why your product is better than a competitor's. Or perhaps it should draw a hurried viewer in and guide them to what they need to see. It might even make a user feel personally connected to a product or idea. Great design integrates purpose and presentation.
Design initiates movement.
All theory aside, when you buy design services, you should be buying results. There are many good designers. There are fewer designers who understand that if an ad or a brochure does not accomplish anything besides look good, it is just another pretty picture.
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